Susan Frech
MediaPost
New York, NY, United States
Contact Susan
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
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Past articles by Susan:
What Is 'Good' UGC And How To Get It
Not too long ago, CPG marketers told me that their number one priority was getting Facebook likes. Those days are long gone, new objectives like engagement and advocacy are top of mind, and driving the marketing plan is content. Of the many flavors of content - brand content, sponsored content, and native content of critical importance is user-generated content. → Read More
Ready, Set, Grow: Consumer Community Outreach Best Practices
Ready, Set, Grow: Consumer Community Outreach Best Practices - 05/17/2017 → Read More
When It Comes To Brand Community Success, It's All About The Feels
As I travel around the country speaking about brand advocacy and engagement, the question I am often asked is, "What makes for a truly successful brand-owned community?" Having worked with many marketers on establishing a home base for their consumers, or when I consider other companies that have made meaningful connections with their fans, my answer is this: the most successful brand… → Read More
Brands Can't Live By Simple Sampling Alone
Brands Can't Live By Simple Sampling Alone - 04/17/2017 → Read More
Want To Reach Moms? Celebrate Imperfection, Authentically
Motherhood is as old as time. And so is perpetuating the myth of the perfect mother. Whether a stay-at-home mom or a work-away-from-home mom, most women do not relate to the flawless and faultless mother archetype that media and advertising continue to exalt. → Read More
Harness Social And Online To Influence Mom's In-Store Purchases
Harness Social And Online To Influence Mom's In-Store Purchases - 03/06/2017 → Read More
When It Comes To Brand Community Success, It's All About The Feels
As I travel around the country speaking about brand advocacy and engagement, the question I am often asked is, "What makes for a truly successful brand-owned community?" Having worked with many marketers on establishing a home base for their consumers, or when I consider other companies that have made meaningful connections with their fans, my answer is this: the most successful brand… → Read More
Omni-Channel Marketing Meets Consumer Engagement
Omni-channel marketing seeks to provide the consumer a seamless shopper experience whether in-store, online, desktop or mobile. Retail marketers like Starbucks, Sephora, and Crate & Barrel have made moving towards this goal a priority, investing in processes and platforms to ensure consumers enjoy a familiar and consistent interaction whether brick, click, swipe or scan. As this continues to… → Read More
How CPG Marketers Can Spark Engagement Post-Holiday Gift Season
It's shaping up to be another shiny and bright shopping season. A recent Gallup poll indicates that Americans will spend an average of $752 on gifts this holiday season, while Deloitte's 2016 Holiday Survey reports that those holiday dollars will yield an average of 14 gifts per shopper. The survey also shows that intended holiday spending on health and beauty aids and cosmetics and fragrances… → Read More
Harness Social And Online To Influence Mom's In-Store Purchases
There's no question the path to purchase is nonlinear, especially for moms. Moms seamlessly zigzag through various channels and media all the way to the checkout line. For many years, in-store shopper marketing was limited to initiatives such as store signage, displays or promotions to drive sales at the point of purchase. While these tactics are certainly still effective, moms no longer rely on… → Read More
Brand Communities And 3 Ways To Ensure Their Success
Forrester predicted that as social media matures, branded communities would make a comeback. Marketing leaders report they're significantly less satisfied with Facebook and Twitter marketing. Along with that, Forrester found that 60% of businesses have a branded online community and 15% were planning to add one in the following 12 months. With that knowledge, many CPG marketers feel it is time… → Read More
If CPG Marketers Wrote An Open Letter To Amazon
Earlier this month, Amazon created a tremor in the CPG marketing world when they announced the platform will no longer accept reviews from consumers who have received a free or discounted product to facilitate said review. → Read More
If CPG Marketers Wrote An Open Letter To Amazon
Earlier this month, Amazon created a tremor in the CPG marketing world when they announced the platform will no longer accept reviews from consumers who have received a free or discounted product to facilitate said review. → Read More
Harness Social And Online To Influence Mom's In-Store Purchases
There's no question the path to purchase is nonlinear, especially for moms. Moms seamlessly zigzag through various channels and media all the way to the checkout line. For many years, in-store shopper marketing was limited to initiatives such as store signage, displays or promotions to drive sales at the point of purchase. While these tactics are certainly still effective, moms no longer rely on… → Read More
Leveraging Advocates And Influencers In A Successful Social Responsibility Initiative
A study done by Cone Communications in 2015 found that 90% of global consumers are likely to switch brands to one associated with a good cause. Corporate Social Responsibility (CSR) has seen tremendous growth in the last several years, with companies like PNC allocating $100M towards CSR initiatives from 2010 to 2015. As consumers expect more and more transparency from companies, the argument… → Read More
Combatting Ad-Blocking With Authentic Consumer Content
By 2017, it is predicted that a third of Internet users will be using some form of ad blockers. The problem is no longer coming; it is already here. And while ad blocking may have started on desktop, the real battle will happen on mobile as 22% of the world's smartphone owners are now using ad blockers. The masses are revolting against intrusive ad formats and consumers are growing more… → Read More
4 Ways Brands Can Combat Facebook's News Feed Change
A few weeks ago, Facebook dropped another one of its algorithm "bombs." The social media juggernaut announced it would now heavily prioritize posts shared and published by Facebook friends, rather than those posted by pages. The change has enormous implications for businesses that have been using Facebook to engage with fans. Therein lies the problem. Is being reliant on a media powerhouse's… → Read More
Are Branded Communities Right For CPGs?
CPG brands have had a bifurcated relationship with consumers: marketers connect through consumer-facing advertising and rely on the retailer, as intermediary, for direct interaction and sales. → Read More
Want Positive Product Reviews? Here's How
2015 was an exciting year for CPG brands and e-commerce. Driven primarily by Amazon, CPG e-commerce sales soared 42%. While e-commerce is often less than 10% of CPG sales and less than 5% for major CPG brands such as P&G, J&J and Unilever, this exceptional sales growth is a signal to marketers. The channel's growth potential presents a considerable market opportunity that requires a different… → Read More
First-Time Moms, Experienced Moms
First-Time Moms, Experienced Moms - Speak Their (Different) Languages - 04/29/2016 → Read More